red logo of Nir Eyal
Created by bestselling author Nir Eyal

Hooked Workshop

The Hooked workshop is designed to give you practical insights and actionable steps for building products people love and use regularly. This workshop teaches the model for customer habit formation that is used by some of the world’s most successful companies.

Nir Eyal's writing has been featured in

This Workshop will help you…

In this workshop, Nir Eyal will help you build habit-forming products and services that improve the lives of your consumers through subtle, healthy behavioral changes.

Embedded into the user experience of the world’s most engaging products and services is the Hook Model. It’s what makes people turn to products like the iPhone, Facebook, Slack, and YouTube multiple times throughout the day with little or no conscious thought.

Nir codified the Hook Model because he wanted to understand the secret psychology behind what makes these products so engaging. He has used this model to successfully launch and sell two tech companies in the past decade and has taught this material at the Stanford Graduate School of Business as well as the Hasso Plattner Institute of Design at Stanford.

 young female smiling with phone in hand

The Hook Model is not an abstract theory; rather it is designed to be a practical four-step how-to for building products that bring users back without costly advertising or spammy marketing.

No matter what industry you’re in, you’ll benefit from understanding the psychology of how to design products people use because they want to, not because they have to, while using strategies of habit formation to improve the lives of those who use your products and services.

In addition to sharing the basic principles of the Hook Model, this workshop will provide practical insights to create habits that stick, actionable steps for building products people love, and behavioral design techniques used by some of the world’s most successful companies.

In This Workshop, You’ll Learn…


Why customer habits are such a huge competitive advantage


The psychology behind what drives user behavior


The stages of habit formation and how to optimize for user retention


The common design pattern of habit-forming products


How to build products to cater to core human needs


The practical design process to ensure your products are used on a regular basis

How do successful companies
create products people love to use?

Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us?

Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive “hook cycles,” these products reach their ultimate goal of bringing users back again and again without depending on costly advertising or aggressive messaging.

Hooked is based on Eyal’s years of research, consulting, and practical experience. He wrote the book he wished had been available to him as a start-up founder—not abstract theory, but a how-to guide for building better products. Hooked is written for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behavior.

Eyal provides readers with:

  • Practical insights to create user habits that stick.
  • Actionable steps for building products people love.
  • Fascinating examples from the iPhone to Twitter, Pinterest to the Bible App, and many other habit-forming products.

Interviews with Leading Experts

James Clear headshot Indistractable review

Chris More

Product Lead, Firefox Growth

Jeni Miles

Business Development Manager, Google Play

Ryan Hoover

Founder, Product Hunt

David Lieb

Product Lead, Google Photos

Justin Bauer

VP of Product, Amplitude

Register for the Hooked Workshop

• 6 Modules of On Demand, High-Quality Video Lessons
• 3 Bonus Videos
• 2 Recorded AMA Calls
• 5 Expert Interviews

$1049 $895


Already enrolled? Log in here

Enrolled prior to December 2020? Upgrade your account here

Meet Your Instructor

Nir founded two tech companies since 2003 and has taught at the Stanford Graduate School of Business and the Hasso Plattner Institute of Design at Stanford.

He is the author of two bestselling books, Hooked: How to Build Habit-Forming Products and Indistractable: How to Control Your Attention and Choose Your Life. Indistractable received critical acclaim, winning the 2019 Outstanding Works of Literature (OWL) Award.

Frequently Asked Questions

Who is this course for?
The Hooked Online Workshop is designed for innovators who seek to understand how products influence customer behavior. Product managers, developers, marketers, entrepreneurs, and psychology students will benefit from learning how to build products to cater to core human needs.
Can I take this course while working full-time?
Absolutely! The course is designed for busy professionals interested in the psychology behind what drives user behavior. All video lessons are made available for viewing at your convenience.
Where can I access the course once I've registered?
Upon registration, you will receive login details to access the course dashboard via email.
I purchased a prior version of the Hooked workshop from Can I request an upgrade to the latest version?

If you purchased a prior version of the Hooked online workshop from, please submit your info on this form to request access to the updated workshop. We will do our very best to assist.

How much time should I commit to this course?
While every student’s commitment to the course will be slightly different, we recommend that students set aside 45-60 minutes each day they intend to commit to course study. This will give students focused time to watch the videos, complete the exercises, and apply the principles to their product or service.
Do I need any special equipment to complete the course?
You will only need a computer and an email account. If you are a note-taker, a pencil and paper could prove useful.
(skip) Will I be able to interact with the instructor during the course?
We’ve scheduled live Q&A sessions with Nir Eyal for all registered participants to present relevant questions.
What if I haven't read Hooked?
While having read Hooked may help you prepare in advance for the course, this course is designed for all levels.
How long do I have access to the course?
You will have lifetime access to the course after registration. Once you purchase the workshop, you will have perpetual access to the high-quality video lessons and activities.
What if I have additional questions?
Please feel free to contact us here.

The Hooked Workshop gives you the framework to create more engaging products for your users.

Questions? Contact Us.